Promotion is an essential part of making a new business successful. There are two types of promotion, above the line promotion, and below the line promotion. Above the line promotion is advertisements that a company has control over
Promotion is an essential part of making a new business successful. There are two types of promotion, above the line promotion, and below the line promotion. Above the line promotion is advertisements that a company has control over, usually this causes below the line promotion to occur. Below the line promotion is when a business creates a good image for itself through word of mouth.
What type of advertising would you say affects you most?
In my questionnaire I asked the question “what type of advertising would you say affects you most?” from this question I found that people were affected most by television advertising, 60% of the people asked chose television. The second most chosen type of advertising was Radio with 20%. Newspaper advertising was third with 15% and finally other types of advertising were last with a mere 5%.
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I found that television advertising was the most effective way of promotion. With the average adult watching over 26 hours of TV a week, it is easy to see why. Despite being the most effective advertising platform, I don’t think that I will use television advertising; this is because of the massive costs of around £7,500 for an advert at off peak time, and £30,000 at peak time for a 30 second advert. I think that it would be worthless advertising on television because my business will only be small, not a national business.
I found that radio advertising was second most effective way of advertising. The average adult listens to around 22 hours of radio per week. I think that I will use radio advertising for my business because I feel that it is the most cost effective, with a national radio advert costing about £700, and an advert on local radio costing between £100 and £300. Again I feel it would be worthless to advertise on national radio, as my business will be small, but local radio could be very effective.
From my questionnaire I found that newspaper advertising was the third most effective way of advertising. Advertising in a national newspaper cost anything from £3,000 to £ 19,000, while advertising in a local newspaper costs between £1,000 and £5,000. Again it would be pointless to advertise in a national newspaper due to my business being small, but it would be worthwhile to advertise in a local newspaper such as the echo or the Huyton and Roby Star, therefore I have decided that I will advertise in a local newspaper.
This advertisement is for a large company called Phones4u, the advert is based on a television advert, and I think that it isn’t as effective if you haven’t seen the advert on TV. Also the advert doesn’t really have a catchy slogan; “we’ve got the right deal for you” is not a particularly memorable phrase. No “amazing deals” are actually shown in the advert and is therefore not very effective; a picture of a phone and a price could encourage people to buy it.
How will I advertise?
I plan to advertise using local radio and local newspapers. There are many newspapers in the area. The local newspaper which sells most is the Liverpool Echo, I plan to place an advert in this to hopefully bring in customers from other parts of Liverpool than Huyton. I also would like to put an advert in the Huyton and Roby Star, this would cost around £50 for a ¼ of a page advert and I believe it would be very effective because Huyton is where the shop will be based. For advertising on local radio, I feel I have two options, Radio City 96.7 and KCR 106.7. Radio city is listened to by most of Liverpool, while KCR is a smaller station. I think that it would be worthwhile to advertise on both stations, Radio City 96.7 to reach a wider range of people, and KCR 106.7 because it would be fairly cheap and would attract the locals to go into the shop.